As part of the 25th anniversary of Nickelodeon’s “SpongeBob SquarePants” franchise, the new game “SpongeBob Simulator” will be available on Jan. 26 to Roblox’s 70 million-plus daily users.

A 'SpongeBob SquarePants' game will launch on Roblox for the first time through a deal between Paramount and Gamefam.

Players within the existing SpongeBob Tower Defense game in Roblox can collect cans of the new Pineapple Paradise flavor as an in-game reward.

Nickelodeon and Paramount are bringing SpongeBob SquarePants and Teenage Mutant Ninja Turtles to Roblox in two new standalone experiences, which will be developed by Gamefam.

The Super Bowl is coming to Roblox as part of a push by the NFL to attract new fans, featuring football content in SpongeBob and Ninja Turtles metaverse games.

The "SpongeBob SquarePants" and "Teenage Mutant Ninja Turtles" Roblox experiences will be separate entities and are still being developed. Both immersive experiences will launch later in 2023.

Advertising inventory for the simulcast has already sold out, with the SpongeBob-themed activation a way to engage with consumers in the lead up to and after the game.